Motorsport
Ex-NBA executive Rossomondo targets tech brands for MotoGP
Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
All 10 F1 teams to participate in F1 Academy from 2024
Formula 1 has opened up a suite of potential new commercial inventory via changes it has made to the structure of its all-female F1 Academy series
Formula E seeking ‘super brand’ to complete team line-up
Formula E is in the market for a 12th team to join its grid, but will be highly selective about the type of organisation that fills it, new chief executive Jeff Dodds has declared
NASCAR adds global esports sponsor Gen.G
NASCAR has announced a deal with global esports organisation Gen.G as the motorsport continues to plant its flag in different emerging industries
‘Formula 1 was the natural fit’ | Andrew Bennett, Smartsheet
Project and work management software company Smartsheet uses sports sponsorship to integrate its services into high-profile sports organisations like McLaren Racing and NHL franchise the Seattle Kraken. Matthew Williams reports.
Bridgestone ‘to rival’ Pirelli for new F1 tyre contract
Bridgestone will rival incumbent Pirelli to become Formula 1’s official tyre supplier having entered a bid under the current tender process, according to BBC Sport.
AB InBev interest prompted Heineken to move fast to renew Formula 1 deal
Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
McLaren expands Deloitte association to global level, adds sustainability focus
McLaren Racing has extended its agreement with global professional services company Deloitte in a multi-year renewal that expands the association to a global level
Chipotle describes Haas F1 deal as “first foray into international sports marketing”
Chipotle's chief marketing officer Chris Brandt tells SportBusiness Sponsorship about the brand's sponsorship strategy and describes how its recent move into F1 supports its long-term international growth ambitions.
Yacht brokerage firm Edmiston sponsors Goodwood events
Yacht brokerage firm Edmiston has agreed a sponsorship deal with this year’s Goodwood Festival of Speed and the Goodwood Revival event.
Goodwood Festival of Speed signs Pirelli sponsorship
The Goodwood Festival of Speed has agreed a multi-year sponsorship with Pirelli to become the Exclusive Tyre Partner for the annual motorsport festival
Red Bull Racing and Bacardi place focus on Perez-linked Patrón brand in new deal
Red Bull Racing has opened up a new sponsorship category in an agreement with drinks company Bacardi
F1 renews top-tier MSC Cruises deal
Formula 1 has extended its agreement with top-tier sponsor MSC Cruises, continuing the global deal until the end of the 2026 season
Puma to ‘drive brand heat’ with new F1 deal
Formula 1 has agreed a multi-year deal with Puma, making the German sportswear and equipment manufacturer an official provider of the motor-racing championship
AFA to get Indy 500 exposure as part of wider US commercial push
The Argentinian Football Association (AFA) will have a brand presence at this month's Indianapolis 500, the flagship race of the IndyCar motor racing season, as part of wider plans to grow its commercial…
DXC Technology adds Ferrari to sponsorship portfolio
Global technology services company DXC Technology has agreed a sponsorship deal with Formula 1 motor-racing team Scuderia Ferrari
McLaren Racing secures Reiss, Miami GP signs up Draiver
McLaren Racing has signed up fashion brand Reiss to its sponsorship portfolio in a multi-year agreement that makes the company the Official Travel Wear Partner of McLaren’s Formula 1 team.
AutoNation to sponsor Alpine F1 at Miami Grand Prix
Automotive retailer AutoNation is entering Formula 1 team sponsorship for the first time through a deal with Alpine for the 2023 Miami Grand Prix on May 5-7